How to create master server for Unity3D client, and deploy it to Photon Server?

After installing Photon Server SDK i have "deploy" folder and various deployable examples "LiteLobby", "MmoDemo"...

1) How to deploy demo examples?
2) How to create my own deployable master server? (like those default examples), with keeping in mind, that client will be Unity3D application.
3) How to create Unity3D dedicated server, using Photon PUN, and how to deploy this DedicatedServer by MasterServer on PhotonServer?